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Marketing Models (MKTG 620) Course Syllabus Dr. Michael R. Hyman New Mexico State University January 1996 Course Mandate Students enrolled in this course are exposed to the following: 1. the basic philosophies and methods that underlie the development and use of quantitativelybased marketing models; 2. a plethora of quantitativelybased marketing models, with an emphasis upon those related to marketing mix variables and new product forecasting; and 3. the historical development of quantitativelybased marketing models in selected areas (e.g., new product diffusion models). Course Materials Text: Lilien, G. L., P. Kotler, and S. Moorthy (1993), Marketing Models. Englewood Cliffs, NJ: Prentice-Hall. Readings: Xeroxed articles Course Requirements To calculate your grade, the instructor will evaluate your: 1. participation in and general preparedness for discussions during the scheduled class meetings, 2. your three presentations of a topic assigned to you, and 3. a class project or one inclass exam. In addition, should you have any technical questions regarding specific readings, you should submitted them to the instructor somewhat in advance of class. The inclass exam is meant to simulate comprehensiveexam conditions. You will receive a preliminary question set at the beginning of the semester. This preliminary set will be revised during the semester, but you will receive most, if not all, of the final question set two weeks before the end of the semester. All exam questions (as well as all courserelated questions submitted by the instructor for your comprehensive exam) will be selected from the final question set. Your exam grade will be based on your familiarity with the salient literature as well as your ability to present that literature in an acceptably coherent and synthesized form. Course Schedule The course schedule is subject to change; however, the approximate sequence of topics to be covered appears below. The text chapters refer to the Lilien, Kotler, and Moorthy Marketing Models book. Readings will be selected from the appropriate subheading under the List of References section which is concluded with this syllabus. Assignments Topic Text Chs. Introduction to modeling and marketing models 1, Appendix A (pp.599-612), Appendix C (pp.672-675) Model implementation and decision calculus 12, Appendix D (pp.697-704) Forecasting Market segmentation (Explained variance) Pricing 4 New product diffusion models 11 (pp.506-523), 10 (pp.457-480), Appendix C (pp.650-661) New product models based on pretest/test market data 10 (pp.480-500) Product design 5 Advertising 6, Appendix A (pp.631-638), Appendix C (pp.661-666) Consumer choice 2, Appendix B Market structure Market share Appendix C (pp.666-672) Market entry/timing Product/product line 11 (pp.523-566), Appendix E Salesforce 7,8 Data pooling List of References Models - General 1. Achinstein, Peter. Concepts of Science: A Philosophical Analysis. Baltimore, MD: The Johns Hopkins Press, Chapter 7. 2. Ehrenberg, A.C.S. "Models from Fact: Examples from Marketing," Management Science, March 1970, 435445 3. Zaltman, Gerald. "The Structure and Purpose of Marketing Models," in Behavioral Models for Market Analysis: Foundations for Marketing Action (Nicosia and Wind, eds.). Hinsdale, Illinois: Dryden Press, 1977 4. Churchman, C. West. "Epilogue," in Behavioral Models for Market Analysis: Foundations for Marketing Action (Nicosia and Wind, eds.). Hinsdale, Illinois: Dryden Press, 1977 5. Naert, Philippe A. and Peter Leeflang. Building Implementable Marketing Models. Boston: Leiden Press, 1978, Chapters 3,5,9 and 4447 6. Kadane, Joseph B. and Larkey, Patrick D. "The Confusion of IS and OUGHT in Game Theoretic Contexts," Management Science, December 1983, 13651379 7. Smith, Gerald F. "Defining Managerial Problems: A Framework for Prescriptive Theorizing," Management Science, August 1989, 963 981 8. Selected readings from the Journal of Irreproducible Research Supplemental 1. Kuehn, Alfred. " Complex Interactive Models," in Marketing Models, Behavior Science Applications (Day and Ness, eds.). Scranton: Intext Publishers, 1971 2. Dominguez, Luis V. and F.M. Nicosia. "Some Practical Problems in Building Substantive Marketing Models," in Behavioral Models for Market Analysis: Foundations for Marketing Action (Nicosia and Wind, eds.). Hinsdale, Illinois: Dryden Press, 1977 3. Houston, Tom R. "Why Models Go Wrong," Byte, October 1985, 151 164 Implementation and Decision Calculus Overview 1. Naert and Leeflang. Building Implementable Marketing Models. Boston: Leiden Press, 1978, Chapters 6,13 2. Little, John D.C. "Decision Support Systems for Marketing Managers," Journal of Marketing, Summer 1979, 926 3. Naert, Philippe A. and Marcel Weverbergh. "Subjective Versus Empirical Decision Models," in Marketing Decision Models (Schultz and Zoltners, eds.). New York: NorthHolland, 1981 Experiments 1. Chakravarti, Dipankar, Andrew Mitchell, and Richard Staelin. "Judgment Based Marketing Decision Models: Problems and Possible Solutions," Journal of Marketing, Fall 1981, 1323 2. Little, John D.C. and Leonard M. Lodish. "Commentary on 'Judgment Based Marketing Decision Models," Journal of Marketing, Fall 1981, 2429 3. McIntyre, Shelby H. "An Experimental Study of the Impact of JudgmentBased Marketing Models," Management Science, January 1982, 1733 4. Deshpande, Rohit and Gerald Zaltman. "A Comparison of Factors Affecting Use of Marketing Information in Consumer and Industrial Firms," Journal of Marketing Research, February 1987, 114118 5. Lee, Hanjoon Lee, Frank Acito, and Ralph L. Day. "Evaluation and Use of Marketing Research by Decision Makers: A Behavioral Simulation," Journal of Marketing Research, May 1987, 187196 6. Perkins, W. Steven and Ram C. Rao. "The Role of Experience in Information Use and Decision Making by Marketing Managers," Journal of Marketing Research, February 1990, 110 7. Zinkhan, George M., Erich A. Joachimsthaler, and Thomas C. Kinnear. "Individual Differences and Marketing Decision Support System Usage and Satisfaction," Journal of Marketing Research, May 1987, 208214 8. **Hu, Michael Y. and Rex S. Toh. "An Experimental Study of Marketing Information Utilization: The Manager-Researcher Dichotomy," Marketing Letters, 1995, 53-62 Miscellaneous 1. Schoemaker, Paul J.H. "Strategy, Complexity, and Economic Rent," Management Science, October 1990, 11781192 2. Mitchell, Andrew A., J. Edward Russo, and Dick R. Wittink. "Issues in the Development and Use of Expert Systems for Marketing Decisions," International Journal of Research in Marketing, 1991, 41-50. Supplemental 1. Little, John D.C. "Models and Managers: The Concept of Decision Calculus," Management Science, April 1970, B466B485 2. Kahneman, Daniel and Amos Tversky. "On the Psychology of Prediction," Psychology Review, July 1973, 237251 3. Tversky, Amos and Daniel Kahneman. "Judgment Under Uncertainty: Heuristics and Biases," Science, 1974, 11241131 4. Parsons, Leonard and Randall Schultz. Marketing Models and Econometric Research. New York: NorthHolland, 1976, Chapter 11 5. McIntyre, Shelby H. and Imran S. Currim. "Evaluating JudgmentBased Marketing Models: Multiple Measures, Comparisons and Findings," in Marketing Planning Models (A.A. Zoltners, ed.). TIMS Studies in the Management Sciences, Vol. 18. New York: NorthHolland, 1982 Forecasting Overview 1. Armstrong, J. Scott. "Research on Forecasting: A QuarterCentury Review, 19601984," Interfaces, JanuaryFebruary 1986, 89109 2. Bunn, Derek and George Wright. "Interaction of Judgemental and Statistical Forecasting Methods: Issues & Analysis," Management Science, May 1991, 501518 Miscellaneous 1. Larreche, JeanClaude and Reza Moinpour, "Managerial Judgment in Marketing: The Concept of Expertise," Journal of Marketing Research, May 1983, 110121 2. Schnarrs, Steven P. "Situational Factors Affecting Forecast Accuracy," Journal of Marketing Research, August 1984, 290297 3. Armstrong, J. Scott. "Prediction of Consumer Behavior by Experts and Novices, Journal of Consumer Research, September 1991, 251-256 Aggregating Forecasts 1. Ashton, Alison Hubbard and Robert H. Ashton. "Aggregating Subjective Forecasts: Some Empirical Results," Management Science, December 1985, 14991508 2. Blattberg, Robert C. and Stephen J. Hoch. "Database Models and Managerial Intuition: 50% Model + 50% Manager," Management Science, August 1990, 887899 3. Collopy, Fred and J. Scott Armstrong. "Rule-Based Forecasting: Development and Validation of an Expert Systems Approach to Combining Time Series Extrapolations," Management Science , October 1992, 1394-1414 Supplemental 1. Makridakis, Spyros and Steven C. Wheelwright. "Forecasting: Issues and Challenges for Marketing Management," Journal of Marketing, October 1977, 2438 2. Armstrong, J. Scott. "Forecasting with Econometric Methods: Folklore versus Fact," Journal of Business, 51 (4), 1978 3. Parsons, Leonard J. "Models of Market Mechanisms," in Marketing Decision Models (Schultz and Zoltners, eds.). New York: NorthHolland, 1981 4. Armstrong, J. Scott. "Forecasting by Extrapolation: Conclusions from 25 Years of Research," Interfaces, NovemberDecember 1984, 5266 5. Bopp, Anthony E. "On Combining Forecasts: Some Extensions and Results," Management Science, December 1985, 14921498 6. Gupta, Sunil and Peter C. Wilton. "Combination of Forecasts: An Extension," Management Science, March 1987, 356372 Market Segmentation (Explained Variance) Overview 1. Wind, Yoram. "Issues and Advances in Segmentation Research," Journal of Marketing Research, August 1978, 317337 R2 Controversy 1. Frank, Ronald E., William F. Massy and Harper W. Boyd. "Correlates of Grocery Product Consumption Rates," Journal of Marketing Research, May 1967, 184190 2. Bass, Frank M., Douglas Tigert, and Ronald Lonsdale. "Market Segmentation: Group Versus Individual Behavior," Journal of Marketing Research, August 1968, 264270 3. Bass, Frank M. "Unexplained Variance in Studies of Consumer Behavior," in Control of Error in Market Research Data (Farley and Howard, eds.). Lexington, Mass.: D.C. Heath and Company, 1975 Supplemental 1. Morrison, Donald G. "Evaluating Market Segmentation Studies: The Properties of R Square," Management Science, August 1973, 12131221 2. Wildt, Albert R. "On 'Evaluating Market Segmentation Studies and the Properties of R Square," Management Science, April 1976, 904908 3. Beckwith, Neil E. and Maurice W. Sasieni. "Criteria for Market Segmentation Studies," Management Science, April 1976, 892903 Miscellaneous 1. Mahajan, Vijay and Arun K. Jain. "An Approach to Normative Segmentation," Journal of Marketing Research, August 1978, 338345 2. Gensch, Dennis H. "Empirically Testing a Disaggregate Choice Model for Segments," Journal of Marketing Research, November 1985, 462467 3. Moritz, Vicki G. and David Schmittelein. "Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which 'Intenders' Actually Buy," Journal of Marketing Research, November 1992, 391-405 4. **Bucklin, Randolph E., Sunil Gupta, and Sangman Han. A Brand's Eye View of Response Segmentation in Consumer Brand Choice Behavior," Journal of Marketing Research, February 1995, 66-74 Supplemental 1. Frank, Ronald E. "Market Segmentation Research: Findings and Implications," in Applications of the Sciences of Marketing Management, (Bass, King and Pessemier, eds.). New York: John Wiley and Sons, 1968 2. McCann, John M. "Market Segment Response to the Marketing Decision Variables," Journal of Marketing Research, November 1974, 399412 3. Wildt, Albert R. and John M. McCann. "A Regression Model for Market Segmentation Studies," Journal of Marketing Research, August 1980, 335340 Pricing Overview 1. Monroe, Kent B. and Albert J. Della Bitta. "Models for Pricing Decisions," Journal of Marketing Research, August 1978, 413428 PriceQuality Relationship 1. McConnell, J. Douglas. "The PriceQuality Relationship in an Experimental Setting," Journal of Marketing Research, August 1968, 300303 2. Reisz, Peter C. "A Major PricePerceived Quality Study Reexamined," Journal of Marketing Research, May 1980, 259262 3. McConnell, J. Douglas. "Comment on "A Major PricePerceived Quality Study Reexamined," Journal of Marketing Research, May 1980, 263264 4. **Greenleaf, Eric. "The Impact of Reference Price Effects on the Profitability of Price Promotions," Marketing Science, Winter 1995, 82-104 5. **Olshavsky, Richard W., Andrew B. Aylesworth, and DeAnna S. Kempf. "The Price-Choice Relationship: A Contingent Processing Approach," Journal of Business Research, 1995, 207-218 Supplemental 1. Monroe, Kent B. "Buyer's Subjective Perceptions of Price," Journal of Marketing Research, February 1973, 7080 2. Charlton, P. and A.S.C. Ehrenberg. "McConnell's Experimental Brand Choice Data," Journal of Marketing Research," August 1973, 302307 3. Murdick, Stephen. Mathematical Models in Marketing. Scranton: Intext Educational Publishers, 1971, Chapter 3 (Experience Models and Company Strategy) 4. Gaudagni, Peter M. and John D.C. Little. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, Summer 1983, 203238 Optimal Price Over Time 1. Dolan, Robert J. and Abel P. Jeuland. "Experience Curves and Dynamic Demand Models: Implications for Optimal Pricing Strategies," Journal of Marketing, Winter 1981, 5262 2. Reibstein, David J. and Hubert Gatignon. "Optimal Product Line Pricing: The Influence of Elasticities and CrossElasticities," Journal of Marketing Research, August 1984, 259267 3. Winer, Russell S. "A Price Vector Model of Demand for Consumer Durables: Preliminary Developments," Marketing Science, Winter 1985, 7490 4. Thaler, Richard. "Mental Accounting and Consumer Choice," Marketing Science, Summer 1985, 199214 5. Kalwani, Manohar U., Chi Kin Yim, Heikki J. Rinne, and Yoshi Sugita. "A Price Expectations Model of Customer Brand Choice," Journal of Marketing Research, August 1990, 251262 6. Raju, Jagmohan S. "The Effect of Price Promotions on Variability in Product Category Sales," Marketing Science, Summer 1992, 207-220 7. **Tellis, Gerard J. and Fred S. Zufryden. "Tackling the Retailer Decision Maze: Which Brands to Discount, How Much, When, and Why?," Marketing Science, 1995, 271-299 Supplemental 1. Robinson, Bruce and Chet Lakhani. "Dynamic Price Models for NewProduct Planning," Management Science, June 1975, 11131122 2. Simon, Hermann. "Dynamics of Price Elasticity and Brand Life Cycles: An Empirical Study," Journal of Marketing Research, November 1979, 439452 Bundling 1. Venkatesh, R. and Vijay Mahajan. "A Probabilistic Approach to Pricing a Bundle of Products or Services," Journal of Marketing Research, November 1993, 494508 2. **Kaicher, Ajit, William O. Bearden, and Kenneth C. Manning. "Component versus Bundle Pricing: The Role of Selling Price Deviations from Price Expectations," Journal of Business Research, 1995, 231-239 3. **Simonin, Bernard L. and Julie A. Ruth. "Bundling as a Strategy for New Product Introduction: Effects on Consumers' Reservation Prices for the Bundle, the New Product, and Its Tie-in," Journal of Business Research, 1995, 219-230 4. **Yadav, Manjit S. "Bundle Evaluation in Different Market Segments: The Effects of Discount Framing and Buyers' Preference Heterogeneity," Journal of the Academy of Marketing Science, 1995, 206-215 Miscellaneous 1. Massy, William P. and Ronald E. Frank. "Short Term Price and Dealing Effects in Selected Market Segments," Journal of Marketing Research, May 1965, 171185 2. Raju, Jagmohan S., V. Srinivasan, and Rajiv Lal. "The Effects of Brand Loyalty on Competitive Price Promotional Strategies," Management Science, March 1990, 276304 3. **Hoch, Stephen J., Byung-Do Kim, Alan L. Montgomery, and Peter E. Rossi. "Determinants of Store-Level Price Elasticity," Journal of Marketing Research, February 1995, 17-29 4. **Kumar, V. and Arun Pereira. "Explaining the Variation in Short-Term Sales Response to Retail Price Promotion," Journal of the Academy of Marketing Science, 1995, 155-169 5. **Mulhern, Francis J. "Measuring Market Response to Price Changes: A Classification Approach," Journal of Business Research, 1995, 197-205 New Product Diffusion Models Overview 1. Mahajan, Vijay and Eitan Muller. "Innovation Diffusion and New Product Growth Models in Marketing," Journal of Marketing, Fall 1979, 5568 2. Gatignon, Hubert and Thomas S. Robertson. "A Propositional Inventory for New Diffusion Research," Journal of Consumer Research, March 1985, 849867 3. Mahajan, Vijay, Eitan Muller, and Frank M. Bass. "New Product Diffusion Models in Marketing: A Review and Directions for Research," Journal of Marketing, January 1990, 126 4. Sultan, Fareena, John U. Farley, and Donald Lehmann. "A MetaAnalysis of Applications of Diffusion Models," Journal of Marketing Research, February 1990, 7077 Supplemental 1. Rogers, Everett M. and J. David Stanfield. "Adoption and Diffusion of New Products: Emerging Generalizations and Hypotheses," in Applications of the Sciences in Marketing Management (Bass, King and Pessemier, eds.). New York: John Wiley and Sons, 1968, 227250 NPGMs and Extensions 1. Fourt, Louis A. and Joseph W. Woodlock. "Early Prediction of Market Success for New Grocery Products," Journal of Marketing, October 1960, 3138 2. Bass, Frank M. "A New Product Growth Model for Consumer Durables," Management Science, January 1969, 215227 3. Tigert, Douglas and Behrooz Farivar. "The Bass NPGM: A Sensitivity Analysis for a High Technology Product," Journal of Marketing, Fall 1981, 8190 4. Horsky, Dan and Leonard S. Simon. "Advertising and the Diffusion of New Products," Marketing Science, Winter 1983, 117 5. Easingwood, Christopher J., Vijay Mahajan and Eitan Muller. "A Nonuniform Influence Innovation Diffusion Model of New Product Acceptance," Marketing Science, Summer 1983, 273295 6. Kalish, Shlomo. "A New Product Adoption Model with Price, Advertising, and Uncertainty," Management Science, December 1985, 15691584 7. Easingwood, Christopher J. "Early Product Life Cycle Forms for Infrequently Purchased Major Products," International Journal of Research in Marketing, 1987, 3-9 8. Hyman, Michael R. "The Timeliness Problem in the Application of 'BassType' New Product Diffusion Models to Durable Sales Forecasting," Journal of Business Research, January 1988, 3146 9. Mahajan, Vijay, Eitan Muller, and Rajendra K. Srivastava. "Determination of Adopter Categories by Using Innovation Diffusion Models," Journal of Marketing Research, February 1990, 3750 10. Horsky, Dan. "A Diffusion Model Incorporating Product Benefits, Price, Income and Information," Marketing Science, Fall 1990, 342365 11. Chatterjee, Rabikar and Jehoshua Eliashberg. "The Innovation Diffusion Process in a Heterogeneous Population: A Micromodeling Approach," Management Science, September 1990, 10571079 12. Jain, Dipak, Vijay Mahajan, and Eitan Muller. "Innovation Diffusion in the Presence of Supply Restrictions, Marketing Science, Winter 1991, 83-90 13. Parker, Philip M. "Price Elasticity Dynamics Over the Adoption Life Cycle," Journal of Marketing Research, August 1992, 358-367 Supplemental 1. Dodds, Wellesley. "An Application of the Bass Model in LongTerm New Product Forecasting," Journal of Marketing Research, August 1973, 308311 2. Parsons, Leonard J. "The Product Life Cycle and Time Varying Advertising Elasticities," Journal of Marketing Research, November 1975, 476480 3. Dodson, Joe A. and Eitan Muller. "Models of New Product Diffusion Through Advertising and WordofMouth," Management Science, November 1978, 15681578 4. Mahajan, Vijay and Robert A. Peterson. "Innovation Diffusion in a Dynamic Potential Adaptor Population," Management Science, November 1978, 15891597 5. Bass, Frank M. "The Relationship Between Diffusion Rates, Experience Curves, and Demand Elasticities for Consumer Durable Technological Innovations," Journal of Business (University of Chicago), 53, 1980, s51s67 6. Heeler, Roger M. and Thomas P. Hustad. "Problems in Predicting New Product Growth for Consumer Durables," Management Science, October 1980, 10071020 7. Lawrence, Kenneth D. and William H. Lawton. "Applications of Diffusion Models: Some Empirical Results," in New Product Forecasting: Models and Applications (Wind, Mahajan and Cardozo, eds.), Lexington, Mass: D.C. Heath and Co., 1981, 529541 8. Harrell, Stephen G. and Elmer D. Taylor. "Modeling the Product Life Cycle for Consumer Durables," Journal of Marketing, Fall 1981, 6875 9. Schmittlein, David C. and Vijay Mahajan. "Maximum Likelihood Estimation for an Innovation Diffusion Model of New Product Acceptance," Marketing Science, Winter 1982, 5778 10. Bass, Frank M. and Alain V. Bultez. "A Note on Optimal Pricing of Technological Innovations," Marketing Science, Fall 1982, 371378 11. Mahajan, Vijay, Eitan Muller, and Roger A. Kerin. "Introduction Strategy for New Products with Positive and Negative WordofMouth," Management Science, December 1984, 13891404 12. Kalish, Shlomo and Gary L. Lilien. "A Market Entry Timing Model for New Technologies," Management Science, February 1986, 194205 With Replacement 1. Norton, John A. and Frank M. Bass. "A Diffusion Theory Model of Adoption and Substitution for Successive Generations of HighTechnology Products," Management Science, September 1987, 10691086 2. Bayus, Barry L. "The Consumer Durable Replacement Buyer," Journal of Marketing, January 1991, 42-51 3. Bayus, Barry L. "The Dynamic Pricing of Next Generation Consumer Durables," Marketing Science, Summer 1992, 251-265 4. Bayus, Barry L. "High-Definition Television: Assessing Demand Forecasts for a Next Generation Consumer Durable," Management Science, November 1993, 1319-1333. International 1. Gatignon, Hubert, Jehoshua Eliashberg, and Thomas S. Robertson. "Modeling Multinational Diffusion Patterns: An Efficient Methodology," Marketing Science, Summer 1989, 231247 2. Takada, Hirokazu and Dipak Jain. "Cross-National Analysis of Diffusion of Consumer Durable Goods in Pacific Rim Countries," Journal of Marketing, April 1991, 48-54 3. Helsen, Kristiaan, Kamel Jedidi, and Wayne S. DeSarbo. "A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns," Journal of Marketing, October 1993, 60-71 New Product Models Based on Pre-Test Market Data Overview 1. Clancy, Kevin J., Robert S. Shulman, and Marianne M. Wolf. Simulated Test Marketing: Technology for Launching Successful New Products, New York: Lexington Books, 1995, 49-78 2. Claycamp, Henry J. and Lucient E. Liddy. "Prediction of New Product Performance: An Analytical Approach," Journal of Marketing Research, November 1969, 414420 3. Silk, Alvin J. and Glen J. Urban. "PreTestMarket Evaluation of New Packaged Goods: A Model and Measurement Methodology," Journal of Marketing Research, May 1978, 171191 4. Urban, Glen L. and Gerald M. Katz. "PreTestMarket Models: Validation and Managerial Implications," Journal of Marketing Research, August 1983, 221 234 5. Urban, Glen L., John R. Hauser, and John H. Roberts. "Prelaunch Forecasting of New Automobiles," Management Science, April 1990, 401421 Supplemental 1. Blackburn, Joseph D. and Kevin J. Clancy. "Litmus: A New Product Planning Model," in Marketing Planning Models (A.A. Zoltners, ed.). TIMS Studies in the Management Sciences, Vol. 18. New York: NorthHolland, 1982 New Product Models Based on Test Market Data Overview 1. Narasimhan, Chakravarthi and Subrata K. Sen. "New Product Models for Test Market Data," Journal of Marketing, Winter 1983, 1124 2. Mahajan, Vijay, Eitan Muller, and Subhash Sharma. "An Empirical Comparison of Awareness Forecasting Models of New Product Introduction," Marketing Science, Summer 1984, 179206 Specific Models 1. Parfitt, J.H. and B.J.K. Collins. "Use of Consumer Panels for BrandShare Predictions," Journal of Marketing Research, May 1968, 131145 2. Blattberg, Robert and John Golanty. "Tracker: An Early Test Market Forecasting and Diagnostic Model for New Product Planning," Journal of Marketing Research, May 1978, 192202 3. Pringle, Lewis G., R. Dale Wilson and Edward I. Brody. "NEWS: A DecisionOriented Model for New Product Analysis and Forecasting," Marketing Science, Winter 1982, 129 Supplemental 1. Massy, William F. "Stochastic Models for Monitoring NewProduct Introductions," in Applications of the Sciences in Marketing Management (Bass, King and Pessemier, eds.). New York: John Wiley and Sons, 1968, 85111 2. Zufryden, Fred S. "A General Model for Assessing New Product Marketing Decisions and Market Performance," in Marketing Planning Models (A.A. Zoltners, ed.). TIMS Studies in the Management Sciences, Vol. 18. New York: NorthHolland, 1982 Product Design 1. Hauser, John R. and Steven M. Shugan. "Defensive Marketing Strategies," Marketing Science, Fall 1983, 319360 2. Hauser, John R., and Seven P. Gaskin. "Application of the 'Defender' Consumer Model," Marketing Science, Fall 1984, 327351 3. Shugan, Steven M. "Estimating Brand Positioning Maps Using Supermarket Scanning Data," Journal of Marketing Research, February 1987, 118 4. Urban, Glen L. and Eric Von Hippel. "Lead User Analyses for the Development of New Industrial Products," Management Science, May 1988, 569582 Supplemental 1. Urban, Glen L. "Perceptor: A Model for Product Positioning," Management Science, April 1975, 858871 2. Shocker, Allan D. and V. Srinivasan. "Multiattribute Approaches for Product Concept Evaluation and Generation: A Critical Review," Journal of Marketing Research, May 1979, 159180 Advertising Overview 1. Dhalla, Nariman K. "Assessing the LongTerm Value of Advertising," Harvard Business Review, JanuaryFebruary 1978, 8795 2. Little, John D.C. "Aggregate Advertising Models: The State of the Art," Operations Research, JulyAugust 1979, 629667 3. Bass, Frank M. "Some Case Histories of Econometric Modeling in Marketing: What Really Happened?," Interfaces, February 1980, 8690 4. Aaker, David A. and James M. Carman. "Are You Overadvertising?," Journal of Advertising Research, August/September 1982, 5770 5. Assmus, Gert, John U. Farley and Donald R. Lehmann. "How Advertising Affects Sales: MetaAnalysis of Economic Results," Journal of Marketing Research, February 1984, 6574 SimultaneousEquation Models 1. Bass, Frank M. "A Simultaneous Equation Regression Study of Advertising and Sales of Cigarettes," Journal of Marketing Research, August 1969, 291300 2. Dominquez, Luis V. and Albert L. Page. "A Note on a SimultaneousEquation Regression Study of Advertising and Sales of Cigarettes," Journal of Marketing Research, August 1971, 386389 3. Bass, Frank M. "Testing Vs. Estimation in SimultaneousEquation Regression Models," Journal of Marketing Research, August 1971, 388389 Supplemental 1. Bass, Frank M. and Leonard J. Parsons. "SimultaneousEquation Regression Analysis of Sales and Advertising," Applied Economics, Vol. 1, 1969, 103124 2. Parsons, Leonard J. and Frank M. Bass. "Optimal AdvertisingExpenditure Implications of a SimultaneousEquation Regression Analysis," Operations Research, MayJune 1971, 822831 3. Beckwith, Neil E. "Multivariate Analysis of Sales Responses of Competing Brands to Advertising," Journal of Marketing Research, May 1972, 168176 4. Clarke, Darral G. "SalesAdvertising CrossElasticities and Advertising Competition," Journal of Marketing Research, August 1973, 250261 DistributedLag Models 1. Palda, Kristian S. "The Measurement of Cumulative Advertising Effects," Journal of Business (University of Chicago), April 1965 2. Bass, Frank M. and Darral G. Clarke. "Testing Distributed Lag Models of Advertising Effect," Journal of Marketing Research, August 1972, 298308 3. Clarke, Darral G. "Econometric Measurement of the Duration of Advertising Effect on Sales," Journal of Marketing Research, November 1976, 345357 4. Gatignon, Hubert. "Competition as a Moderator of the Effect of Advertising on Sales," Journal of Marketing Research, November 1984, 387398 5. Bultez, Alain V. and Philippe A. Naert. "Does Lag Structure Really Matter in Optimizing Advertising Expenditures?," Management Science, May 1979, 454465 6. Magat, Wesley A., John M. McCann, and Richard C. Morey. "When Does Lag Structure Really Matter in Optimizing Advertising Expenditures?," Management Science, February 1986, 182193 Supplemental 1. Vidale, M.L. and H.B. Wolfe. "An OperationsResearch Study of Sales Response to Advertising," Operations Research, June 1957, 370381 2. Houston, Franklin S. and Doyle L. Weiss. "An Analysis of Competitive Market Behavior," Journal of Marketing Research, May 1974, 151155 3. Parsons, Leonard. "A Ratchet Model of Advertising Carryover Effects," Journal of Marketing Research, February 1976, 7679 4. Weiss, Doyle L., Franklin S. Houston, and Pierre Windal. "The Periodic Pain of Lydia E. Pinkham," Journal of Business, No.1, 1978, 91101 5. Horsky, Dan. "Market Share Response to Advertising: An Example of Theory Testing," Journal of Marketing Research, February 1977, 1021 6. Weiss, Doyle L. and Pierre M. Windal. "Testing Cumulative Advertising Effects: A Comment on Methodology," Journal of Marketing Research, August 1980, 371378 7. Weinberg, Charles B. and Doyle L. Weiss. "On the Econometric Measurement of the Duration of Advertising Effect on Sales," Journal of Marketing Research, November 1982, 585591 8. Clarke, Darral G. "A Reply to Weinberg and Weiss," Journal of Marketing Research, November 1982, 592594 9. Bass, Frank M. and Robert P. Leone. "Temporal Aggregation, the Data Interval Bias, and Empirical Estimation of Bimonthly Relations from Annual Data," Management Science, January 1983, 111 10. Weiss, Doyle L., Charles B. Weinberg and Pierre M. Windal. "The Effects of Serial Correlation and Data Aggregation on Advertising Measurement," Journal of Marketing Research, August 1983, 268279 11. Vanhonacker, Wilfried R. "Carryover Effects and Temporal Aggregation in a Partial Adjustment Model Framework," Marketing Science, Summer 1983, 297317 12. Doyle, Peter, and John Saunders. "The Lead Effect of Marketing Decisions," Journal of Marketing Research, February 1985, 5465 13. Srinivasan, V. and Helen A. Weir. "A Direct Aggregation Approach to Inferring Microparameters of the Koyck AdvertisingSales Relationship from Macro Data," Journal of Marketing Research, May 1988, 145156 Miscellaneous 1. Hanssens, Dominique M. and Barton A. Weitz. "The Effectiveness of Industrial Print Advertising Across Product Categories," Journal of Marketing Research, August 1980, 294306 2. Bemmaor, Albert and Dominique Mouchoux. "Measuring the Short-Term Effect of In-Store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment," Journal of Marketing Research, May 1991, 202-214 3. Sethuraman, Raj and Gerard J. Tellis. "An Analysis of the Tradeoff Between Advertising and Price Discounting," Journal of Marketing Research, May 1991, 160-174 4. Kanetkar, Vinay, Charles B. Weinberg, and Doyle L. Weiss. "Price Sensitivity and Television Advertising Exposures: Some Empirical Findings," Marketing Science , Fall 1992, 359-371 5. **Lodish, Leonard M, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, and Mary Ellen Stevens. "How TV Advertising Works: A Meta-Analysis of 389 Real World Split Cable TV Advertising Experiments," Journal of Marketing Research, May 1995, 125-139 6. **Papatla, Purushottam. "A Dynamic Model of the Advertising-Price Sensitivity Relationship for Heterogeneous Consumers," Journal of Business Research, 1995, 261-271 7. **Tellis, Gerard J. and Doyle L. Weiss. "Does TV Advertising Really Affect Sales? The Role of Measures, Models, and Data Aggregation," Journal of Advertising, Fall 1995, 1-12 Supplemental 1. Quandt, Richard E. "Estimating the Effectiveness of Advertising: Some Pitfalls of Econometric Analysis," Journal of Marketing Research, May 1964, 5160 2. Gensch, Dennis H. "Computer Models in Advertising Media Selection," Journal of Marketing Research, November 1968, 414424 3. Rao, Ambar G. and Gary Lilien. "A System of Promotional Models," Management Science, October 1972, 152160 4. Aaker, David A. and John G. Myers. Advertising Management. Englewood Cliffs, NJ: PrenticeHall, 1975, 469494 5. Aaker, David A. "ADMOD: An Advertising Decision Model," Journal of Marketing Research, February 1975, 3745 6. Blattberg, Robert C. and Abel P. Jeuland. "A Micromodeling Approach to Investigate the AdvertisingSales Relationship," Management Science, September 1981, 9881005 7. Simon, Hermann. "ADPULS: An Advertising Model with Wearout and Pulsation," Journal of Marketing Research, August 1982, 352363 8. Sethi, Suresh P. "Optimal LongRun Equilibrium Advertising Level for the BlattbergJeuland Model," Management Science, December 1983, 14361443 9. Erickson, Gary and Robert Jacobson. "Gaining Comparative Advantage Through Discretionary Expenditures: The Returns to R&D and Advertising, Management Science, September 1992, 1264-1279 Brand Switching/Variety Seeking Historical 1. Frank, Ronald E. "Brand Choice as a Probability Process," Journal of Business (University of Chicago), January 1962, 4356 2. Kuehn, Alfred A. "Consumer Brand Choice as a Learning Process," Journal of Advertising Research, December 1962, 1017 3. Farley, John U. "Why Does 'Brand Loyalty' Vary Over Products?," Journal of Marketing Research, November 1964, 914 4. Ehrenberg, A.S.C. "An Appraisal of Markov BrandSwitching Models," Journal of Marketing Research, November 1965, 347362 5. Nicosia, Francisco M. Consumer Decision Processes: Marketing and Advertising Implications. Englewood Cliffs, NJ: PrenticeHall, Inc., 1966 6. Carman, James M. "Brand Switching and Linear Learning Models," Journal of Advertising Research, June 1966, 2331 7. Morrison, Donald G. "Testing BrandSwitching Models," Journal of Marketing Research, November 1966, 401409 8. Goodhardt, G.J. and A.S.C. Ehrenberg. "Conditional Trend Analysis: A Breakdown by Initial Purchase Level," Journal of Marketing Research, May 1967, 155161 9. Morrison, Donald G. "Conditional Trend Analysis: A Model that Allows for Nonusers," Journal of Marketing Research, August 1969, 342346 10. Bass, Frank M., Edgar A. Pessemier, and Donald R. Lehmann. "An Experimental Study of Relationships Between Attitudes, Brand Preference, and Choice," Behavioral Science, November 1972, 532541 Overview 1. Naert, Philippe A. and Peter Leeflang. Building Implementable Marketing Models. Boston: Leiden Press, 1978, Chapter 10 2. Bass, Frank M. "Analytical Approaches in the Study of Purchase Behavior and Brand Choice," in Selected Aspects of Consumer Behavior: A Summary from the Perspective of Different Disciplines. Washington, D.C.: U.S. Government Printing Office, NSF/RA770013, 1977 3. Blattberg, Robert C. "Evaluation of Stochastic Brand Choice Models," in Marketing Decision Models (Schultz and Zoltners, eds.). New York: NorthHolland, 1981, 183206 4. Corstjen, Marcel L. and David A. Gautschi. "Formal Choice Models in Marketing," Marketing Science, Winter 1983, 1956 5. Greene, Jerome D. Consumer Behavior Models for NonStatisticians: The River of Time. Praeger 6. **Neslin, Scott, Greg Allenby, Andrew Ehrenberg, Steve Hoch, Gilles Laurent, Robert Leone, John Little, Leonard Lodish, Robert Shoemaker, and Dick Wittink. "A Research Agenda for Making Scanner Data More Useful to Managers," Marketing Letters, 1994, 395-412 7. **Winter, Russell S., Randolph E. Bucklin, John Deighton, Tulin Erdem, Peter S. Fader, J. Jeffrey Inman, Hotaka Katahira, Kay Lemon, and Andrew Mitchell. "When Worlds Collide: The Implications of Panel Data-Based Choice Models for Consumer Behavior," Marketing Letters, 1994, 383-394 Supplemental 1. Ehrenberg, A.S.C. "The Pattern of Consumer Purchases," Applied Statistics, March 1959, 2641 2. Massy, William F., David Montgomery, and Donald G. Morrison. Stochastic Models of Buying Behavior. Cambridge, Mass.: MIT Press, 1970 3. Montgomery, David B. and Adrian B. Ryans. "Stochastic Models of Consumer Choice Behavior," in Consumer Behavior (Ward and Robinson, eds.). Englewood Cliffs, NY: PrenticeHall, 1973 4. Fitzroy, Peter T. Analytic Methods for Marketing Management. New York: McGrawHill, 1976, 6472 Bass' Theory of Stochastic Preference 1. Herniter, Jerome D. "An Entropy Model of Brand Purchase Behavior," Journal of Marketing Research, November 1973, 361375 2. Bass, Frank M. "The Theory of Stochastic Preference and Brand Switching," Journal of Marketing Research, February 1974, 120 3. Zielinski, Joan. "Stochastic Preference Theory: Some Unresolved Questions," Journal of Marketing Research, August 1980, 379382 4. Bass, Frank M. "Reflections on 'Stochastic Preference Theory: Some Unresolved Questions'," Journal of Marketing Research, August 1980, 383384 5. Sharma, Subhash. "The Theory of Stochastic Preferences: Further Comments and Clarifications," Journal of Marketing Research, August 1981, 364369 Negative Binomial Distribution (NBD) Models 1. Ehrenberg, A.S.C. Repeat Buying: Theory and Applications. New York: NorthHolland, 1972, Chapter 11 2. Schmittlein, David C., Albert C. Bemmaor, and Donald G. Morrison. "Why Does the NBD Model Work? Robustness in Representing Product Purchases, Brand Purchases and Imperfectly Recorded Purchases," Marketing Science, Summer 1985, 255266 3. Kahn, Barbara E., Manohar U. Kalwani, and Donald G. Morrison. "Niching Versus ChangeofPace Brands: Using Purchase Frequencies and Penetration Rates to Infer Brand Positionings," Journal of Marketing Research, November 1988, 384390 4. Colombo, Richard A. and Donald G. Morrison. "A Brand Switching Model with Implications for Marketing Strategies," Marketing Science, Winter 1989, 8999 5. Bordley, Robert F. "Relaxing the Loyalty Condition in the Colombo/Morrison Model," Marketing Science, Winter 1989, 100103 6. Ehrenberg, Andrew S.C., Gerald J. Goodhardt, and T. Patrick Barwise. "Double Jeopardy Revisited," Journal of Marketing, July 1990, 8291 7. **Bemmaor, Albert C. "Predicting Behavior from Intention-to-Buy Measures: The Parametric Case," Journal of Marketing Research, May 1995, 176-191 Supplemental 1. Stewart, John F. "The Beta Distribution as a Model of Behavior in Consumer Goods Markets," Management Science, September 1979, 813821 2. Hutchinson, J. Wesley. "Discrete Attribute Models of Brand Switching," Marketing Science, Fall 1986, 350371 Logit Models 1. **Kalyanaram, Gurumurthy and John D.C. Little. "An Empirical Analysis of Latitude of Price Acceptance in Consumer Package Goods," Journal of Consumer Research, December 1994, 408-418 2. **Kim, Byung-Do and Peter E. Rossi. "Purchase Frequency, Sample Selection, and Price Sensitivity: The Heavy-User Bias," Marketing Letters, 1994, 57-67 3. **Krishnamurthi, Lakshman, S.P. Raj, and K. Sivakumar. "Unique Inter-Brand Effects of Price on Brand Choice," Journal of Business Research, 1995, 47-56 Miscellaneous 1. Bass, Frank M., Moshe M. Givon, Manohar U. Kalwani, David Reibstein, and Gordon P. Wright. "An Investigation into the Order of the Brand Choice Process," Marketing Science, Fall 1984, 267287 2. Lattin, James M. and Leigh McAlister. "Using a VarietySeeking Model to Identify Substitute and Complementary Relationships Among Competing Products," Journal of Marketing Research, August 1985, 330339 3. Bawa, Kapil. "Modeling Interia and Variety Seeking Tendencies in Brand Choice Behavior," Marketing Science, Summer 1990, 263-278 4. Kahn, Barbara E. and Jagmohan S. Raju. "Effects of Price Promotions on Variety-Seeking and Reinforcement Behavior," Marketing Science , Fall 1991 5. Bayus, Barry L. "Brand Loyalty and Marketing Strategy: An Application to Home Appliances," Marketing Science, Winter 1992, 21-38 6. Hauser, John, Glen L. Urban, and Bruce D. Weinberg. "How Consumers Allocate Their Time When Searching for Information," Journal of Marketing Research, November 1993, 452-466 Supplemental 1. **Menon, Geeta, Barbara Bickart, Seymour Sudman, and Johnny Blair. "How Well Do You Know Your Partner? Strategies for Formulating Proxy-Reports and Their Effects on Convergence to Self-Reports," Journal of Marketing Research, February 1995, 75-84 Market Structure Overview 1. Shocker, Allan D., David W. Stewart, and Anthony J. Zahorik. "Market Structure Analysis: Practice, Problems, and Promise," in The Interface of Marketing and Strategy, 1990, G. Day, B. Weitz, and R. Wensley, eds. Greenwich, CT: JAI Press, 9-56 2. Lancaster, Kevin. "The Economics of Product Variety: A Survey," Marketing Science, Summer 1990, 189-211 Models 1. Urban, Glen L., Philip L. Johnson, and John R. Hauser. "Testing Competitive Market Structures," Marketing Science, Spring 1984, 83-112 2. Grover, Rajiv and William R. Dillon. "A Probabilistic Model for Testing Hypothesized Hierarchical Market Structures," Marketing Science, Fall 1985, 312335 3. Grover, Rajiv and V. Srinivasan. "A Simultaneous Approach to Market Segmentation and Market Structuring," Journal of Marketing Research, May 1987, 139153 4. Grover, Rajiv and V. Srinivasan. "An Approach for Tracking WithinSegment Shifts in Market Shares," Journal of Marketing Research, May 1989, 230236 5. Jamieson, Linda F. and Frank M. Bass. "Adjusting Stated Intention Measures to Predict Trial Purchase of New Products: A Comparison of Models and Methods," Journal of Marketing Research, August 1989, 336345 6. Ratneshwar, S. and Allan D. Shocker. "Substitution in Use and the Role of Usage Context in Product Category Structures, Journal of Marketing Research, August 1991, 281-295 7. Currim, Imran S. and Linda G. Schneider. "A Taxonomy of Consumer Purchase Strategies in a Promotion Intensive Environment," Marketing Science, Spring 1991, 91-110 Supplemental 1. Bass, Frank M, Abel Jeuland, and Gordon P. Wright. "Equilibrium Stochastic Choice and Market Penetration Theories: Derivations and Comparisons," Management Science, June 1976, 10511063 2. Givon, Moshe and Dan Horsky. "Market Share Models as Approximators of Aggregated Heterogeneous Brand Choice Behavior," Management Science, September 1978, 14041416 3. Kahn, Barbara E., Donald G. Morrison, and Gordon P. Wright. "Aggregating Individual Purchases to the Household Level," Marketing Science, Summer 1986, 260268 4. McCarthy, Patrick S., P.K. Kannan, Radha Chandrasekharan, and Gordon P. Wright. "Estimating Loyalty and Switching with an Application to the Automobile Market," Management Science , October 1992, 1371-1393 5. Zenor, Michael J. and R. K. Srivastava. "Inferring Market Structure with Aggregate Data: A Latent Segment Approach," Journal of Marketing Research, August 1993, 369-379 Hendry Model 1. Rao, Vithala R. "NewProduct Sales Forecasting Using the Hendry System," in New Product Forecasting: Models and Applications (Wind, Mahajan and Cardozo, eds.). Lexington, Mass: D.C. Heath and Co., 1981, 499527 2. Kalwani, Manohar U. and Donald G. Morrison. "A Parsimonious Description of the Hendry System," Management Science, January 1977, 467477 3. Ehrenberg, A.S.C. and G.J. Goodhardt. "The Switching Constant," Management Science, July 1979, 703705 4. Rubinson, Joel R., Wilfried R. Vanhonacker, and Frank M. Bass. "On 'A Parsimonious Description of the Hendry System'," Management Science, February 1980, 215226 Market Share Overview 1. Boulding, William and Richard Staelin. "A Look on the Cost Side: Market Share and the Competitive Environment," Marketing Science, Spring 1993, 144-166 2. Szymanski, David, Sundar G. Bharadwaj, and P. Rajan Varadarajan. "An Analysis of the Market Share-Profitability Relationship," Journal of Marketing, July 1993, 1-18 Classic Models 1. Weiss, Doyle. "An Analysis of the Demand Structure for Branded Consumer Products," Applied Economics, January 1969, 3749 2. Bell, David E., Ralph L. Keeney, and John D.C. Little. "A Market Share Theorem," Journal of Marketing Research, May 1975, 136141 3. Barnett, Arnold I. "More on a Market Share Theorem," Journal of Marketing Research, February 1976, 104109 More Models 1. **Bridges, Eileen, Chi Kin (Bennett) Yim, and Richard A. Briesch. "A High-Tech Product Market Share Model with Customer Expectations," Marketing Science, Winter 1995, 61-81 Supplemental 1. Naert, Philippe A. and Alain Bultez. "Logically Consistent Market Share Models," Journal of Marketing Research, August 1973, 334340 2. McGuire, Timothy W. and Doyle L. Weiss. "Logically Consistent Market Share Models II," Journal of Marketing Research, August 1976, 296302 Market Entry/Timing 1. Lilien, Gary L. and Eusand Yoon. "The Timing of Competitive Market Entry: An Exploratory Study of New Industrial Products," Management Science, May 1990, 568-585 2. Fershtman, Chaim, Vijay Mahajan, and Eitan Muller. "Market Share Pioneering Advantage: A Theoretical Approach," Management Science, August 1990, 900918 3. Boulding, William and Richard Staelin. "Environment, Market Share, and Market Power," Management Science, October 1990, 11601177 4. Carpenter, Gregory S. and Kent Nakamoto. "Competitive Strategies for Late Entry into a Market with a Dominant Brand," Management Science, October 1990, 12681278 5. Kalyanaram, Gurumurthy and Glen L. Urban. "Dynamic Effects of the Order of Entry on Market Share, Trial Penetration, and Repeat Purchase for Frequently Purchased Consumer Durables," Marketing Science, Summer 1992, 235-250 6. Golder, Peter N. and Gerard J. Tellis. "Pioneer Advantage: Marketing Logic or Marketing Legend," Journal of Marketing Research, May 1993, 158-170 7. **Bowman, Douglas and Hubert Gatignon. "Determinants of Competitor Response Time to a New Product Introduction," Journal of Marketing Research, February 1995, 42-53 8. **Gruca, Thomas S. and D. Sudharshan. "A Framework for Entry Deterrence Strategy: The Competitive Environment, Choices, and Consequences," Journal of Marketing, July 1995, 44-55 Product/Product Line 1. Kekre, Sunder and Kannon Srinivasan. "Broader Product Line: A Necessity to Achieve Success?" Management Science, October 1990, 12161231 2. Sullivan, Mary W. "Brand Extensions: When to Use Them," Management Science , June 1992, 793-806 3. Smith, Daniel C. and C. Whan Park. "The Effects of Brand Extensions on Market Share and Advertising Efficiency," Journal of Marketing Research, August 1992, 296-313 4. Simon, Carol J. and Mary W. Sullivan. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, Winter 1993, 28-52 5. **Bello, David C. and Morris B. Holbrook. "A Does an Absence of Brand Equity Generalize Across Product Classes?" Journal of Business Research, 1995, 125131 6. **Cobb-Walgren, Cathy J., Cynthia A. Ruble, and Naveen Donthu. "A Brand Equity, Brand Preference, and Purchase Intent," Journal of Advertising, Fall 1995, 25-40 7. **Purohit, Devavrat. "A What should You Do When Your Competitors Send in the Clones?" Marketing Science, Fall 1994, 392-411 Sales Force Management 1. Lodish, Leonard M. "A UserOriented Model for Sales Force Size, Product, and Market Allocation Decisions," Journal of Marketing, Summer 1980, 7078 2. Futrell, Charles M. and A. Parasuraman. "The Relationship of Satisfaction and Performance to Salesforce Turnover," Journal of Marketing, Fall 1984, 3340 3. Teas, R. Kenneth and James C. McElroy. "Causal Attributions and Expectancy Estimates: A Framework for Understanding the Dynamics of Salesforce Motivation," Journal of Marketing, January 1986, 7586 4. Sujan, Harish. "Smarter Versus Harder: An Exploratory Attributional Analysis of Salespeople's Motivation," Journal of Marketing Research, February 1986, 4149 5. Cron, William L. and John W. Slocum, Jr. "The Influence of Career Stages on Salespeople's Job Attitudes, Work Perceptions, and Performance," Journal of Marketing Research, May 1986, 119129 6. Leigh, Thomas W. and Patrick F. McGraw. "Mapping the Procedural Knowledge of Industrial Sales Personnel: A ScriptTheoretic Investigation," Journal of Marketing, January 1989, 1634 7. Darmon, Rene Y. "Identifying Sources of Turnover Costs: A Segmental Approach," Journal of Marketing, April 1990, 4656 8. **Chu, Wujin, Eitan Gerstner, and James D. Hess. "A Costs and Benefits of Hard-Sell," Journal of Marketing Research, February 1995, 97-102 Data Pooling Overview 1. Parsons, Leonard J. and Randall Schultz. Marketing Models and Econometric Research. New York: NorthHolland, 1976, Chapters 4,5 (especially 8797,114116) Examples 1. Bass, Frank M. and Dick R. Wittink. "Pooling Issues and Methods in Regression Analysis with Examples in Marketing Research," Journal of Marketing Research, November 1975, 414425 2. Moriarty, Mark. "CrossSectional, TimeSeries Issues in the Analysis of Marketing Decision Variables," Journal of Marketing Research, May 1975, 142150 3. Bass, Frank M., Philippe Cattin, and Dick R. Wittink. "Firm Effects and Industry Effects in the Analysis of Market Structure and Profitability," Journal of Marketing Research, February 1978, 310 Supplemental 1. Bass, Frank M. "Decomposable Regression Models in the Analysis of Market Potential," Management Science, April 1971, B485494 Miscellaneous 1. Lilien, Gary L. "Advisor 2: Modeling the Marketing Mix Decision for Industrial Products," Management Science, February 1979, 191204 2. Farris, Paul W. and Robert D. Buzzell. "A Comment on 'Modeling the Marketing Mix Decision for Industrial Products," Management Science, January 1980, 97101 3. Lilien, Gary L. "Reply to Farris and Buzzell's Comment on Advisor 2 Paper," Management Science, January 1980, 101105 4. Larreche, JeanClaude and V. Srinivasan. "Stratport: A Decision Support System for Strategic Planning," Journal of Marketing, Fall 1981, 3952 5. Larimore, Wallace E. and Raman K. Mehra. "The Problem of Overfitting Data," Byte, October 1985, 167180 6. Capon, Noel, John U. Farley, Donald R. Lehmann, and James M. Hulbert. "Profiles of Product Innovators Among Large U.S. Manufacturers," Management Science, February 1992, 157-169 7. **Gopalakrishna, Srinath and Gary L. Lilien. "A Three-Stage Model of Industrial Trade Show Performance," Marketing Science, Winter 1995, 22-42 8. **Heide, Jan B. and Allen M. Weiss. "A Vendor Consideration and Switching Behavior for Buyers in High-Technology Markets," Journal of Marketing, July 1995, 30-43 9. **Rust, Roland T., Anthony J. Zahorik, and Timothy L. Keiningham. "A Return on Quality (ROQ): Making Service Quality Financially Accountable," Journal of Marketing, April 1995, 58-70